In about a year, Green Giant’s account organically grew from <5K to >20K. The growth accelerated after focusing content on helping people #eatmoreveggies.

Shareable Content = People-Powered Reach

The challenge with Facebook is to get both high engagement with your content and reach. You get that through using paid to accelerate momentum of your “people-powered” reach.

I commissioned a food stylist to create a vegetable “gingerbread” lodge. Posted to Facebook where it was shared 40,000+ times. Post migrated to Pinterest, Twitter and other brands’ Facebook pages. Ultimately seen by 2 million+ people for very little paid promotion.

Wouldn’t you like to nibble, nibble, gnaw on this little house?

Telling Stories to Create Authentic Connections with Customers

One of our editorial goals for Green Giant was to bring to life the idea that making small, healthy choices each day can lead to big changes.

Through vegetable art, we told the story of a couch potato who decides one day to get off the couch and get fit.

The images of Bruce were posted through the course of a week and got excellent engagement. More important than likes and clicks were the genuinely engaged and positive comments we had from our audience.

After asking, “Who motivates you to be fit and healthy?” we heard from a fan who said her daughter, Nancy, lost 117 pounds by switching to a healthy lifestyle.

I interviewed Nancy for a blog post and she was featured on both our Facebook page and weight management campaign website for her accomplishment.

Bruce was a a real couch potato. Until one day, he decided to get off the couch and get fit. Here he is running through the park with his dog, French Fry. One fan urged her Facebook friends when sharing this post: “Get off the couch, eat your veggies — there’s a whole world waiting for you!” Yep!

Additional Samples of Art Direction/Copywriting:

Thinking of a snack? Think veggies! Start with your afternoon snack: choose veggies! True or false: The best way to slow down summer is to slow down yourself.